There has been talk in the industry for some time now that deskside editorial meetings are a thing of the past. Certainly, media do not have the luxury of time they use to. Digital – from websites to social media – have pushed editors and reporters to be on deadline constantly with the race to report the most timely news. And add to that robust media staff are a thing of the past. So you have less staff doing more, making time for desksides a little more challenging.
However, desksides are not dead. Case in point… we are ramping up to head to NYC for our third deskside media tour with a leading crafting retailer.
Media outlets and websites like Real Simple, Good Housekeeping, Family Circle, Snug, Woman’s Day, Parents and HGTV are all opening their doors for editors and reporters to learn more about the latest crafting trends and products.
So what’s the secret?
There must be a compelling story/pitch, and value for the editors and reporters. Share information – not just about your product or service – but related information they or their readership will see value in. For example, trends – anything from color trends, fashion trends, décor trends and seasonal trends work well. Expert sources are also valuable to media – especially if they are not tied to a specific manufacturer or service provider.
Also, consider the value your brand can provide on the digital side. Media are hungry for quality, online content. They are open to partnerships for sharing content that are not always focused on securing your advertising dollars.
If you really have something of value to share with media – aka you are not just hocking product – consider deskside media tours as part of your publicity and media relations strategy. Nothing can replace in person, face-to-face meetings.